Perceived Proximity in Times of Spatial Distance : Understanding the Mediating Effect of Communication Behavior in Suddenly Dispersed Teams

Abstract: Background: The persistent Covid-19 pandemic tremendously challenged existing work teams as it drove spatial dispersion among colleagues and greater dependence on virtual communication tools. Consequently, teams were required to adapt proven communication practices that mediate the exchange of social information and the perception of proximity to teammates. Aim: We aim to broaden team studies’ theoretical understanding of communication behavior and proximity in the light of contextual changes by developing an empathic understanding of the contemporary phenomena. This entails identifying arisen communication behavior patterns and assessing the impact of behavioral changes on team members’ perception of proximity. Methodology: By conducting a qualitative case study, we investigated three teams of a medium-sized German fashion corporation. The iterative data collection entailed six semi-structured interviews with individuals and focus groups and complementary quantitative surveys. Findings: We posit that sudden spatial dispersion of familiar teams does not inevitable lead to greater perceived distance, but that a team’s ability to appropriate technology, so social needs are met, is decisive. Further, the new communication practices of all teams were found to maintain high levels of synchronicity and social informational value. Yet, communication quality and social exchange was partially hampered by reduced spontaneity, greater passiveness, and a loss of humor. This was found to be strongly influenced by team members’ attitudes towards used technology.